Advertising medium



Oct. 18, L, J. BURKE ADVERTISING MEDIUM Filed Sept. 8, 1936 jiabberamzzwer flczzemcz MW [qzkrerzce Jim/he,

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Patentedchl8,1938 r I g 2,133,914 I UNITED v STATES PATENT" OFFICEADVERTISING MEDIUM Lawrence J. Burke, Chicago, Ill., assignor to PosterProducts, Inc., Chicago, 111., a corporation of Illinois ApplicationSeptember 8, 1936, Serial No. 99,796 I Y 8 Claims. (01. 41-26) Thisinvention relates to an advertising and sired to prepare a sign or. apicture of different display medium, more particularly a new andimcolors, and particularly one which is weatherproved weather-resistantarticle of manufacture resistant, has a pleasing feel'and appearance,and fl y ng a sign or similar advertising device, and does not check orcrack. v a r capable of being attached or detached by hand With theforegoing desiderata in view, it is 5 pressure to any clean, smooth,hard surface, such an object of this invention to prepare a new and as,for example, glass, metal, painted walls, wooduseful advertising anddisplay medium carrying work, and the like- The invention furtherrelates a sign or similar advertising device which is to a new andimproved method .of making an weather-resistant, flexible, hasapleasingfeel and 10 article of manufacture of the character described.appearance, does not check or crack, and is cap- 10 It is known, toprepare symbols or-letters havable of being attached or detached by handpresing a continuously sticky backing whereby the sureto any clean,smooth, hard surface. A fursymbol or letter may be attached to anobject, ther object is to provide. a new and improved removed'by asuperior force, and reattached to method of preparing such an article ofmanuanother object. Thus, Segall, U; 8. Patent facture, and whichinvolves especiallythe prepa- 15 1,259,787, described symbols or lettershaving aration of varied colored, weather-resistant decontinuous stickybacking and a Celluloid face, signs which are firmly bonded and do nottend to preferably with a textile material between the chip on from thesurface of the material when it backing and the face, or made from aCelluloid is flexed. Other objects will appear hereinafter.

2 sheet having a fabric back. The invention contemplates in its broaderas- Rendall, British Patent 345,066, describes pects the preparation ofan advertising medium labels, tabs, index markers and the like made ordevice in which a sign or any desired type is frompaper, fabric, thinmetal, or paper or fabric silk screen printed with a pigmented screencoated with metal foil, having a non-drying adlacquer on the'glazedsurface of a sheet material hesive thereon in order that they may beattached having both a glazed and unglazed surface, and 25 to paper orother sheet material, and when not having attached to the unglazedsurface a nonrequired can readily be removed for' further use. drying orcontinuously tacky bonding agent." If desired, the adhesive side may beprotected by This is accomplished more specifically by coating 8.covering of gauze or other'like material which I a resilient rubberandfiber-containing sheet macan readily be removed before the article isput P terial with a pigmented cellulose derivative com- 9 into use.position coating, drying, then applying a layer of Goldmann, FrenchPatent 715,626, relates to a clear cellulose derivative composition onsaid letters, figures, signs, ornaments or pictures made pigmentedcoating, drying, treating the unglazed 0f embossed thin sheet metalcontaining on the side with an aqueous latex emulsion, thereafter hollowside a small amount of a continuously applyinganon-drying orcontinuously tacky rub- 35 sticky adhesive which will flatten outwhen-the ber composition coating to the latex emulsion, letters areapplied to a suitable surface. covering the resultant pressure-sensitiveadhe- It will be apparent from the foregoing patents sive coating withgauze, holland cloth or similar that the art of applying a non-drying orconmaterial, if desired, embossing the glazed surface,

40 tinuously sticky adhesive to various materials is then silk screenprinting on the glazed surface 40 not a new one. Furthermore, thegeneral prinwith a pigmented screen lacquer, and finally, die ciplesinvolved are well recognized in the rubber cutting the printed materialto the desired shape. industry, and .particularly in the tire industry.In this manner a sign may be produced, which However, the principal useof this device in adhas a glossy, pleasing appearance, is weather- 4vertising has heretofore been concerned with resistant, flexible,resilient, has a soft feel, does making letters or similar characters.For this not wrinkle, and is particularly characterized by purpose,Celluloid, felt and a wide variety of the fact that the design orornamentation does other materials, both white and colored. have nottend to check, crack or peel. been used. Other features of the inventionwill become ap- The making of suitable colored letters or sym parentfrom a reading of the following specifica- 50 hols is relatively simplebecause the letters or symtion, in the light of the accompanyingdrawing, bols may be cut from a previously colored sheet in which of thematerial. Thus, from a red sheet of mate- Figure 1 represents a view inperspective of a rial, red symbols may be out, etc. The problem Imaterial prepared in accordance with the invenbecomes more difllcult,however, when it is detion, showing the various coatings or layers; 86

Figure 2 is a plan view of a typical design prepared by silk screenprinting on the laminated material with a pigmented screen lacquer, andshowing the advertising display attached to a wall, mirror, or otherplane surface.

In Figure 1, the base material I, preferably a mixture of rubber andfiber in the form of a sheet, has on the top thereof apigmented'cellulose derivative composition 2, preferably a plurality of.layers of pigmented cellulose derivative composition on which is a clearcellulose derivative composition coating 3. On the opposite side of thebase material [is a very thin film of latex emulsion 4 which is used tobond the non-drying or tacky rubber-composition 5 to the base material.The tacky rubber composition 5 is protected prior to use by a sheet ofholland cloth or similar material 6.

The sheet material prepared as above described is silk screen printedaccording to well-known methods for silk screen printing, except that itis important for the purposes of the present invention that a pigmentedscreen lacquer be used in the printing to thereby produce a betterbonding with the cellulose derivative composition coating, greaterweather resistance, and a much higher degree of pliability withoutcracking than.

it is possible to obtain by printing with oil paints or by other similarmethods of printing; The printed design layer is illustrated by layer Iin Figure 1. g

The flexible base material I, which is preferably employed in accordancewith this invention is a rubberand fiber-containing material which hassome of the properties of paper and likewise some of the properties ofrubber. It normally tends to be absorptive by reason of fine holesthroughout its surfaces and in this respect is analogous to paper. 'Onthe other hand, it has the resilient and waterproofing properties ofrubber, and the combined qualities of both rubber and paper in that itis flexible without cracking. This base material may be prepared asdescribed in U. S. Patents 1,500,500; 1,567,646; 1,675,959; 1,756,035and 1,773,201. Other modifications of the material may be used, as sold,for example, under the trade name of Lexide".

The pigmented mm or coating 2, which, as already indicated, preferablyconsists of a plurality of layers or coats, may be a pigmented pyroxylincoating composition prepared according to well known methods, forexample, by bringing together the following materials: Nitrocellulose,ethyl acetate, toluene, ethyl alcohol, and pigment dispsersed i i castoroil.

The ethyl acetate acts as a solvent for the nitrocellulose and too rapidevaporation of the solvent is prevented by the toluene and ethylalcohol, usually referred to as diluents. The castor oil serves as acarrier medium for the pigment and as a plasticizer for the composition.The proportions vary according to well known variations in the art.

In each succeeding pyroxylin coating it is desirable that the amount ofcastor oil, or other oil serving a similar purpose, be diminished tofacilitate the subsequent step of printing. Thus, the second coat ofpigmented cellulose derivative composition contains less castor oil thanthe first. Each coat is preferably dried prior to putting on the nextcoat.

The clear coating 3, preferably consists of a cellulose derivativecomposition containing no castor oil or other oil. For instance, whenapplied it may be a jelly or jelly-like composition having the followingingredients: Nitrocellulos ethyl acetate, toluene, and alcohol. I

The proportions are normally such as to produce a clear non-crackingfilm in a mannerknown to those in the art. If desired, other auxiliaryagents may be added.

On the side of the resultant sheet material opposite the side coated asabove described, is then applied the coating of a continuously tacky ornon-drying adhesive 5 having suflicient adhesive strength to support thesheet material but atflihe same time permitting removal by a hand p Anyconvenient method may be used in applying these various coatings and, ifdesired, the coated portion of the material may be embossed, forinstance, in what are commonly called skiver grains, to produce a morepleasing appearance, destroy streaks, remove the fine holes,

etc.

This adhesive coating may be applied according to methods well known inthe tire industry. For instance, the rubber stock may be prepared on atwo roll mill or mixer which plasticizes the rubber and mixes in thenecessary chemicals. This stock may then be supplied to a three rollcalender machine and as the cellulose ester coated material is runbetween the middle and bottom rolls, the calender applies a rubbercoating of sufficient thickness. Itis often desirable to apply theanchor coating of rubber 4 to the fabric before the calender coat tomake sure of the adhesion between the fabric and the calendered rubber.This may be done with a rubber solution on a standard spreading machine.On some materials this coat may be omitted. The sheet of holland cloth 6is applied directly to the tacky rubber surface as it comes from thecalendar. The resultant material may be rolled as it comes from thecalender. and while still warm drawn out on a table and cut into therequired lengths.

The material is now ready to be printed with the desired design andlettering on the cellulose derivative coating. This is preferablyaccomplished with a pigmented screen lacquer which may be applied by thesilk screen method of printing. 7

The pigmented lacquer-usually consists of a cellulose derivative, e. g.,nitrocellulose, cellulose acetate, or ethyl cellulose together with.

resins, e, g., glycerine-phthalic anhydride resins, plasticizers, e. g.,dibutyl phthalate, and oils. These may be compounded according tomethods known in the art. Preferred examples are (l) nitrocellulosemixed with plasticizers, pigments and oils; (2) ethyl cellulose mixedwith plasticizers, pigments and oils; and (3) cellulose acetate mixedwith plasticizers, pigments and oils.

After the design has been printed and dried, the 4 material is die cutto the desired shape, which may conform to the shape of the design. Onaccount of the rather soft, resilient nature of the front face, diecutting produces a beveled edge and a more pleasing appearance on thisface. The rear face, the appearance of which is not particularlyimportant, is sharply cut because of the stiffness imparted thereto bythe holland cloth. This sharpness of the rear edge allows all of thematerial to be adhesively sealed to the glass or other plane surfacewithout overhanging portions.

The final product, while flexible, preferably has a substantialthickness, for example, on the order of about of an inch or more.Inpractice,

is due to the base matemay also be attached to new automobiles tem-'porarily, for instance, to advertise the various features thereof, andwhen removed. leave no blemish or stain. Signs made as herein describeddo not wrinkle as in the case of certain types of signs heretofore used,e. g., those made by ordinary printing on casein treated paper in whichthe printing is protected by a coating of varnish. Furthermore, thesigns made in accordance with my invention are flexible without crackingand do not tend to check or peel, a difliculty which I have encounteredin attempting to use oil paints.

The expression cellulose derivative composition as herein employed isintended to include and cover cellulose esters and cellulose ethers, e.g., nitrocellulose, cellulose acetate, cellulose propionate, ethylcellulose, and similar substances.

Having thus described the invention, what I claim as new and desire tosecure by Letters Pat- V out of the United States is:

1. A varied colored flexible advertising medium comprising a laminatedmaterial consisting of a flexible base material, a continuously tacky,pressure sensitive adhesive on one side of said base material, apigmented cellulose derivative composition containing a plasticizer onthe other side of said base material, a pigment-free cellulosederivative composition substantially free of plasticizer on saidpigmented coating and a pigmented cellulose derivative screen lacquerdesign printed on the latter coating.

2. A varied colored, flexible, weather-resistant advertising mediumcomprising a laminated material consisting of a flexible resilientrubber-' and fiber-containing sheet material, a continuously tacky,pressure sensitive adhesive on one side of said sheet material, apigmented cellulose derivative composition containing a plasticizer onthe other side of said sheet material, a pigment-free cellulosederivative composition substantially free of plasticizers on saidpigmented coating and a pigmented cellulose derivative screen lacquerdesign printed on the latter coating.

3. A varied colored, flexible, weather-resistant advertising mediumcomprising a laminated material consisting of a flexible resilientrubberand fiber-containing sheet material, a continuously tacky,pressure sensitive adhesive rubber composition joined directly to'oneside of said sheet material by means of. an aqueous latex dispersion, a

pigmented cellulose derivative composition coating containing aplasticizer on the other side of said sheet material, a clear,plasticizer free cellulose derivative composition on said pigmentedcoating and a pigmented cellulose derivative screen lacquer silk screendesign printed on the clear coating.

4. A varied colored, flexible advertising medium comprising a laminated.material consisting of a flexible resilient rubberand fiber-containingsheet material, a continuously tacky, pressure sensitive adhesive on oneside of said sheet material, a plurality of successive layers ofpigmented nitrocellulose coating compositions containing castor oil onthe other side of said sheet material, each of said layers containingless castor oil than the preceding layer, an oil-free nitrocellulosecoating composition over the outermost of said pigmented coatings and apigmented cellulose derivative screen lacquer designprinted on theoil-free coating.

5. The method of preparing an advertising and I display medium whichcomprises coating one side of a resilient, flexible rubberandfiber-containing sheet material with a plurality of layers of apigmented cellulose derivative composition containing a plasticizer,applying a pigment-free plasticizer-free cellulose derivative film overthe outermost layer, coating the other side of the sheet material withapressure sensitive adhesive,

applying a protective sheet over said adhesive,

and silk screen printing on the'pigment-free cellulose derivative fllmwith a pigmented cellulose derivative screen lacquer.

6. The method of preparing an advertising and display medium whichcomprises coating one side of a resilient rubberand fiber-containingsheet.

material with a pigmented cellulose derivative composition containing anoil plasticizer for the pigment, drying, applying a clear cellulosederivativecomposition substantially free of oil plasticizer over saidpigmented coating, drying, then joining a continuously tacky, pressuresensitive, adhesive rubber composition to the other side of the sheetmaterial by means of an. aqueous latex dispersion, applying a protectivesheet over said ing sheet material with a plurality of successive layersof pigmented nitrocellulose coating compositions containing ,castor oil,each of said layers containing less castor oil than the preceding layer,applying an oil-free nitrocellulose coating.

composition over the outermost of said pigmented coatings, applying apressure sensitive adhesive to the other side of the sheet material,then covering the pressure sensitive adhesive with a protecting sheet ofholland cloth, silk screen printing a design with a pigmented cellulosederivative screen lacquer on the oil-tree coating, and di cutting.

8'. The methodof preparing a varied colored,

flexible advertising and displaymedium which comprises coating one sideof a base material with a ground coat comprising a pigmented cellulose.

derivative composition containing a plasticizer, drying, applying aclear pigment-free cellulose derivative composition substantially freeof plasticizer over said pigmented coating, drying, coating the otherside of the base material with a con-- tinuously tackypressure-sensitive adhesive composition and printing a design on top ofsaid clear cellulose derivative coating with a pigmented cellulosederivative screen lacquer.

t LAWRENCE J.

